The 360 Degree Marketing Group Blog

Introducing Google Adwords Keyword Tool

Posted by Amy Baker on Dec 30, 2014 4:00:00 AM

You’re all set and ready to take the market by storm, now that you’ve launched your web site. You’re thinking, it shouldn’t be long now before you have people clicking on that BUY NOW button and shopping from your site in droves.

But it’s been weeks. And you’re starting to wonder why conversion rates are still low. What exactly are you missing?

 

High Traffic But Zero Sales

If conversion is low and your bounce rate is high, that means you’re not getting the kind of traffic you want. The right traffic should translate to higher sales numbers.

It can mean your onsite content isn’t working as hard as it should. Are you targeting the right audience? Are you bringing the right people to your site?

 

The Right Content

One way to bring the right traffic to your site is to optimise your content. That means targeted marketing. Having a site isn’t enough. Remember, there are hundreds of other sites doing the exact same thing you are.

To win the market, you need to start putting up content that gets you ranked by search engines and read by the right people.

A great tool for this is the Google Adwords Keyword Tool. It comes free with your Gmail account.  

Google Adwords

 

How Does It Work?

If, say, you’re in the Arts and Crafts business and you want to use Google’s Keyword Tool to optimise your site, then what you do is enter a list of keywords important or relevant to your site.

If you sell portraits printed on wood, then enter “wood portraits,” “wooden canvas,” “wood portrait frames,” “print on wood” into the search bar. You can also enter long tail keywords or a string of keywords that form variations of your core keyword.

Don’t forget to set your location to Australia, before you click “find keywords.” This way, only search terms used by shoppers in the location you set will be generated.

When the list is generated, you’ll see numbers beside the keywords. Global monthly searches refer to how many people all over the world used that keyword to search online for “print on wood” services or products for the last month. Local monthly searches refer to shoppers in the location you set.

You can either pick the most popular keywords or search terms then mix these up with less popular keywords. Make a list of the keywords you want to work with, based on relevancy to your site and search popularity.

Once you have your keywords, put up content on your site that uses these keywords. If you’ve got a great site, then Google is going to start ranking your pages.

Whenever people google “print on wood,” your site will come up on the first page of the SERPS (search engine results page) and you’ll get more targeted traffic that way.

So, don’t let low conversion and bounce rates get the best of your site. Improve site and  brand awareness by optimising your content. Take advantage of Google’s keyword finder today. For more information, or to find out how we can help you with your Google Adwords, please get in contact today

Topics: Google Display, Google Adwords Keywords, Google Adwords

What Is Google Adwords?

Posted by Amy Baker on Dec 27, 2014 4:00:00 AM

Google Adwords is an online advertising services that places advertisements on the top, bottom, or side of the page for a particular search query. The choice of ads depends on the reliance of the keywords of the search query. For example, if somebody searches “golf clubs,” the ads displayed will be sports equipment, or more specifically, golf equipment stores.

Google Adwords can work for practically any budget

As you only have to pay if people click your ads, so very little money is wasted. To use Google Adwords, first make a Google account. Next, sign up for Google Adwords and you will be guided through the process. You will get to create your own ads and choose your keywords, or the words and phrases related to your business. When choosing your keywords, consider what someone might search in Google if they were looking for a product like yours. When people search on Google using one of your keywords, your ad may be displayed next to the search results, so you know your audience is already interested in you. These people might click your ad and immediately make a purchase or just try to learn more about your product.

 

Google Adwords Introduction By The 360 Degree Marketing Group

 

Once you are settled into Google Adwords, you may want to reach more customers. The Google Display Network will help you achieve this, which allows you to choose from text, image, and video formats to communicate your message. You will also be able to target the right user in the right context using Google’s contextual targeting technology, which automatically matches your ads to webpages that are most relevant to your business. Finally, Google’s Placement Performance Report allows you to measure and optimize your results. It allows you to review your ad’s performance on a site-by-site basis by showing impression, click, cost, and conversion data.

Cost of Google Adwords

In terms of costs, Google Adwords can be as cheap as you want it to be. The amount you pay is really up to you. For example, you can set a daily budget of $5 and a maximum of ten cents per click of your ad. The most important thing to remember is you’re only charged if someone clicks on your ad, not when your ad is displayed, so you’re paying for results.

Google Adwords is an efficient online form of advertising that many companies have found success with. Big or small, global or local, Google Adwords can work for your business. We hope we have given you a sufficient introduction to Google Adwords. Contact The 360 Degree Marketing for more information regarding Google Adwords advertising. We can also help guide you through the entire process, simply contact us

Topics: Google Display, Google Adwords

13 Reasons Why Your Business Should Invest In Advertising

Posted by Amy Baker on Dec 23, 2014 4:00:00 AM

Many small business owners may be wondering whether or not to use paid advertising for their services. A host of reasons including limited budget, preconceived misconceptions, and distrust towards advertisers may have prevented them from doing this in the past. However, there are substantial advantages and benefits afforded by paid advertising.

Thirteen reasons why you should invest in advertising:

  1. First of all, frequent advertising builds brand awareness and exposure.
  2. If a brand stops advertising, customers may think it is troubled.
  3. Also, by advertising, a brand can become a thought leader within a certain industry, which reinforces the idea of brand awareness.
  4. A well-executed campaign can also lead to quick sales, especially if the advertisement gives the customers a call-to-action.
  5. When the economy is down and companies stop advertising, boosting advertising can go a long way.
  6. It will give you buying power, giving you more room for negotiation and opportunities for better placement.
  7. It has been proven by case studies that companies that maintain advertising during recessions have the best results, including increased sales.
  8. Advertising gives you the edge over your competitors.
  9. Advertising has the power to influence people.
  10. It can turn customers’ wants into needs.
  11. Advertising also gives your product consistent sales throughout the year, lessening the blow of slow periods.
  12. Furthermore, repeated advertising ensures that your message gets across.
  13. Lastly, another great benefit of advertising is that it can reach a geographically diverse target audience at a low cost per exposure.

There you have it: thirteen of the most important reasons why you should advertise your brand.

Keep in mind that your advertising is more effective when it’s creative. Creative advertising triggers an emotional response in potential customers, which helps them remember your brand. Also don’t forget that just because you have a customer doesn’t mean you can’t get more of their business by reminding them through advertising of your other products and services that they might enjoy.

It is impossible to know exactly how much your return on investment of your advertising expenditures will be. However, this shouldn’t stop you from investing in advertising. When executed well, advertising has greatly positive returns. Contacting a marketing agency will help you maximize your return on investment. Contact us at The 360 Degree Marketing Group for any questions.

For information on how you can expand your advertising reach to social media, and utilise your social media platforms for marketing purposes, please feel free to download your free copy of our social media checklist by clicking the link below:

Social Media Checklist by The 360 Degree Marketing Group

Topics: advertising, Facebook advertising

How you can get the most out of print advertising

Posted by Amy Baker on Dec 20, 2014 4:00:00 AM

Despite the influx of digital content, print remains one of the most powerful and resounding advertising mediums. However, there is a vast range of variables to consider when using this outlet such as the specific media vehicle, the length of the campaign and the content of the ad itself.

There are two main types of print mediums to consider: newspapers and magazines.  Newspapers can work well when you need to get your ad in quickly. You can have your ad be tailored to events happening on that specific day or the couple days surrounding it. At the same time, newspapers are only read on the issue date, so your advertisement will only be seen on that day, unless you insert your advertisement into more than just one day’s newspaper, which is recommended.

Magazines are generally specifically geared toward a certain demographic with specific interests. Magazines have a longer shelf-life, because many of them are by the month instead of day. Magazines can be kept even months after the next one comes out, unlike newspapers.  Magazine advertisements are good at catching the reader’s eye, especially if it is a full-page or two-page ad. It is recommended for your magazine advertisements to have people in them and to display the product in use in order to really catch the reader’s eye.

For any print medium, you will have to contact the publication first, and when you do so, remember to ask specific questions about the publication’s demographic (i.e. age, gender, income).

After you decide which print medium to use, you need to come up with your advertisement’s message. This is the most important part. First and foremost, your ad needs to attract attention. Have an eye-catching headline and a visual element.

Your advertisement should appeal to the reader’s interests, making them believe that by purchasing your product they will be better off. It should demonstrate your product’s advantages over your product’s competitors. Use testimonials and statistics. You can also offer a free trial, a discount, or a bonus in order to motivate the readers to take action.

Once you have created your advertisement and have run it through a few issues, you may be wondering if you should change your advertisement. If you are a new company that is not well-known in the geographical region of the publication, you should give the advertisement some time to sink in before feeling the need to switch it up. Other than that, try to come up with a new print advertisement every couple months.

Remember to be creative with your advertisements. The most successful advertisements are the ones that were most creative. Also, using current events and holidays has proven to be successful. This Mini Cooper advertisement was both creative and related to Halloween:

Advertising example by The 360 Degree Marketing Group

This Play-Doh advertisement also works because it is clever. Simply, but clever is all you need sometimes.

Play Doh Advertising Example

Using print advertising for your company can have large returns if executed well. While there is a lot to think about, we hope we cleared things up a bit. Feel free to contact us at 360 Degree Marketing, and we will help you make important decisions and build your brand.

Topics: marketing, print advertising, digital content

Effective web design and how you can achieve it

Posted by Amy Baker on Dec 16, 2014 4:00:00 AM

A successful, well-designed web page can dramatically increase positive brand associations and the audience’s perceptions of and experiences with your business. This blog will look at the important elements of web design/layout that businesses should incorporate to increase the effectiveness of your page. 

Websites that are not well designed tend to perform poorly and deter away potential customers that might have been after your services.  There are many factors that affect the usability of a website; it is not just about web design (how good it looks), but also function (how easy it is to use it).

Web Design by The 360 Degree Marketing Group

It is easy to create a beautiful and functional business website; it is as easy as keeping the following design elements in mind:

Purpose

Good business web design always caters to the needs of your users; are your users looking for information, entertainment, some type of interaction, or transaction with your business? 
Every single page of your website needs to have a clear purpose and fulfil a specific need for your website users in the most effective and simple way.

Communication

People on the web are usually in a rush and want information as quick as possible; it is therefore important for business web page to communicate clearly; make your information easy to read and digest. As part of your website layout, some effective tactics should include organising information using headlines and sub headlines and using bullet points instead of long windy sentences.

Typefaces 

In general, Sans Serif fonts such as Arial and Verdana are easier to read online. The ideal font size for easy reading online is 16pt and stick to a minimum of 3 typefaces in a maximum of 3 point sizes to keep your design streamlined.

Meaningful Graphics

Graphics are important, as they lend visual variety.  However, don’t overuse them, and make sure that they add meaning or context to your written content.  Do not overload any one page with more than 3 or 4 images.

Functionality

Every part of your business webpage should work quickly and correctly. Broken or poorly constructed components will only leave your visitors frustrated and disillusioned with your company.  Across your website, everything should work as expected, including hyperlinks, contact forms, site search, event registration, and so on.

Think ahead

Design your business website with room to grow, where you have the ability to add more sections.

You never know when your next business venture may be.  Redesigning your web page can be more costly than simply adding a few changes to the original web page layout.

Search engine optimized

There is no point in having a well developed and effective web design and not having any traffic going through.  There are hundreds of rules and guidelines for effective search engine optimization or getting your web page out there.

To start off follow these simple rules:

  • Include plenty of written content in HTML format. Don’t use flash, JavaScript, or image-only objects for your navigational items
  • Use your important key words frequently and appropriately in your web content
  • Minimize the use of tables, and use Cascading style sheets for layout and positioning; keep your HTML code clutter free
  • Leverage your links – make them descriptive and use your keywords in the link text.

Search engine optimization is a great tool to get your website out there; it is, however, a lot of work for a business owner to accomplish by themselves, and that is where we come in. We can provide you with more information and also take care of it on your behalf. 

It is important to understand the characteristics that can make or break the effectiveness of your business web page. An unattractive or poorly built site will do more than hurt your business than to help it. Above we looked at general components involved in making a successful business website.

If you would like more information on how we can work together to create an attractive and functional website, feel free to contact us

Topics: website design, web design

Choosing The Right Media Channel For Your Business

Posted by Amy Baker on Dec 13, 2014 4:00:00 AM

Businesses are continually looking for ways to gain an advantage over their competition/rivals. One of the main avenues for this to be achieved is through their specific marketing and advertising strategies. Businesses should be aiming to reach as many of their identified targeted market as possible in the most cost-effective fashion, to give them the best possible return on investment.

Don’t assume that if you spend a lot of money advertising, then you will automatically see big returns. It is the content of your advertisement that matters most. Your content needs to find a way to the customer’s heart. A boring advertisement will not help you at all.  Give the customer what they want, but always make sure the content is relevant to the product.

Once you find the message that customers receive warmly, we recommend you to deliver that message consistently. This will cause your company to grow.

You might find a good message for your advertisement but don’t know which medium to use. There is a range of advertising mediums available for your small business, including print, radio, outdoor advertising, digital advertising, and social media marketing. Choosing the right medium depends on the characteristics of your business.

Outdoor Advertising

Outdoor advertising (i.e. billboards) gets more exposure than any other form of media, reaching the most people per dollar invested.  However, this form of media has its limitations. You can only use one picture and a few words. Choose your picture and words carefully!

Radio Advertising

Radio advertising reaches the second most people per dollar invested.  The main limitation to radio, however, is that is can only be loosely demographically targeted.  Radio works best for companies selling a “we come to you” service or if people are willing to drive long distances to buy your product.

Cable television 

Cable television advertising gives you the opportunity to use moving images as well as spoken and/or written words.  Cable television can also be easily geographically targeted.  Broadcast television works if you have a large budget, because it is expensive.  However, with the large variety of networks and programs, you can easily target or audience, and you can develop a reputable name for your company.

Newspaper Advertising

Newspaper advertising is efficient if customers are trying to buy the product on that day.  Otherwise, you are likely wasting your money and should be using another medium.  With magazines, you can easily target your audience, as most magazines attract a specific demographic.  In this sense, it is efficient as little money is wasted.  However, magazine advertising is expensive.  Direct mail advertising is similar but to a more extreme nature.  You can target your audience all the way down to the individual, but it is very expensive.

Digital Marketing

Finally, digital marketing has become a good option for all kinds of businesses. Social media advertising allows you to target your audience based on their interests, gender, and age.  Email marketing is another easy option to consider.  You can also use search engine optimization or pay-per-click to effectively reach your audience on the web.

Types of Media Channel for your business

Now that you know most of the mediums available, your first step should be determining your target audience.  How old is your audience?  Does it more attract the female or male demographic?

Products geared toward young adults should definitely consider digital marketing and television. Adults ages 18-49 are heavy consumers of the media. Most young adults own a computer, and most use at least one form of social media.  Facebook ads, email marketing, and TV commercials are most effective with this demographic.

 

If your demographic is female-based, you have a couple things to consider. If you are a small business such as a hair salon, local magazines, newspapers, and television channels are a good option. For products and services meant for a bigger female audience, television advertising can be placed on talk shows, sitcoms, and reality TV, to name a few.

For the male audience, your choice of medium largely depends on your product’s age demographic. Many males aged 12-24 spend a good amount of time playing video games and sports, so advertising on popular video game and sports websites is recommended. You can even place a billboard in a video game, but you will have to negotiate with the video game creators before the game is finalized, of course.  Males aged 25-44 spend much of their time on the internet or watching TV.  So do males aged 45-64, but this demographic also listens to the radio more than younger demographics.

Clearly, there are a lot of things to consider when choosing the right form of advertising. We hope that we have made it a bit clearer for you. If you need help, The 360 Degree Marketing is happy to get in touch with you and come up with a plan!

 

If you would like to learn more about how social media marketing can help your business, download your free copy of our social media checklist by clicking the link below:

Social Media Checklist by The 360 Degree Marketing Group

Topics: marketing channel, media channel

How To Get More Followers On Your Social Media Pages

Posted by Amy Baker on Dec 6, 2014 4:00:00 AM

With many businesses now active in the digital world, and more specifically on social media platforms like Twitter and Facebook, it has become increasingly important to educate ourselves in social media.

A positive, well-received social media page can enhance your business’ reputation significantly, while one that fails to engage audiences or receives negative backlash can be hugely damaging. One of the simplest methods of measuring for social media success is the amount of followers a particular page has, as this generally reflects popularity and brand familiarity. This blog will divulge several ways to attract more followers to your business’ social media pages.  These include posting regular and engaging content, a professionally written bio, using hashtags, engaging with other users, and creating shareable content.

As a small business owner, allocating an amount of your marketing budget to social media marketing is one of the soundest investments you can make for your business in the long run.  These days, businesses are allocating on average 28% of their marketing budget to digital advertising.

Facebook Followers resized 600

Here are a few simple steps you can take to enhance your business’ reputation significantly and gain more followers on Facebook:

Connect With Other Page Admins

Connect with other page admins who have similar demographics to yours.  You can promote each other.  Make a connection with a business that might compliment yours; for instance, an ice cream store might want to connect with a local pizza shop.  Ask them about doing some cross-promotion and share each other’s posts every once in a while.  This can be a great way to become more visible to their audience and help you gain more followers.

Share Original Content

Content is still king, and when people share it, your company name travels with it.
Think of new ways you can add original photos as part of your content.   Maybe it’s a screen shot from a hot tip, or maybe it’s a photo of something happening behind the scenes of your business that asks people to caption.  Or you can add an inspirational or thought provoking quote to a photo.  The more creative the better, here are a few examples if you are looking for inspiration.

Tag Your Page From Your Personal Profile

Make sure it’s easy for your friends to like your page.  When you put up statuses on your personal page, tag your page.

Link Your Profile To Your Page

This is very simple to do.  When people list where they work and it is not properly linked to their Facebook page, a strange community page is created with the same name and it has a suitcase icon, leading people to start liking that community page rather than your real Facebook page.  All you need to do is delete the community page from your work and education section in your about area, then add in the correct Facebook page.

Advertise Your Page On Facebook

As a part of your social media strategy, there are many options available to advertise your Facebook page. To get the most out of your Facebook advertising and generate more likes, I suggest you use a Sponsored Like Story.  This will advertise your page to friends of your current fans and give social proof in the ad by showcasing that the user’s friend likes your page.

Run A Contest

Running a contest can be a great way to expand on your Facebook marketing and get new followers.

Investing in social media marketing is vital for your business and can enhance your business’ reputation significantly. With these simple and manageable tips, you should be able to attract more followers.  If still in doubt, enlist the help of an agency to help you plan and execute a well thought out Facebook marketing plan that can lead to great results.

 

For more information about how to make the most of your social media profiles, download your free copy of our social media checklist by clicking the link below:

Social Media Checklist by The 360 Degree Marketing Group

Topics: Social Media Management, social media

What is ‘Native Advertising’ and How Can It Help Your Business?

Posted by Amy Baker on Dec 2, 2014 4:00:00 AM

What is Native Advertising?

In the marketing and advertising world, catchphrases or ‘it words’ are in abundance. The term native advertising is one that has been thrown around a lot lately.  Altimeter Group defines this as “a form of a converged media that combines paid and owned media into a form of commercial messaging that is fully integrated into, and often unique to, any specific delivery platform”. In other words, it’s your advertising that is blending in with the content that is around it.

Owned Media Versus Paid Media

Owned media is defined as ”content that the brand or advertiser controls,“ while paid media is advertising. On Facebook, native advertising takes the form of sponsored stories or Page Post ads, and on Twitter, tweets can be promoted. Unlike display ads online that appear at the top of pages and several other standard formats, native ads appear in the flow of editorial content.

Native Advertising

Native advertising or sponsored content always appears to be clearly labeled in every instance.

For example, any ad in the news feed of Facebook is native advertising, because it is blended in the content. Native advertising can be useful, because these ads seem like less of an advertisement.

To be able to get the most out of your digital advertising, your native ads must be of high quality and well planned, and your advertising agency can help you plan and write quality content.

 

Why Use Native Advertising?

So why should native advertising form a part of your business marketing strategy? Many businesses will experience the following drawbacks from traditional digital advertising:

  • Banner blindness – no one clicking
  • Fragmented consumer attention
  • Downward price pressure on classic display advertising
  • Eroding email engagement rates

However, you can revamp your digital marketing through native advertising; it is proven that by sharing your content in this form you can reap the following benefits for your business marketing strategies:

  • 49X more clicks generated by Facebook Page Posts
  • 45% less cost than traditional advertising
  • Native ads are much more likely to be shared by respondents
  • Native ads tend more to go viral as a result of being shared
  • It disguises you, making you not look like an advertisement so that you get a high click through rate.

 

Native advertising comes in many forms to fit your digital marketing plan, including the following:

Social Advertising
“Social:” advertising within the streams that people are consuming (i.e. Facebook advertising)

Related Articles
Theses appear on large websites such as Forbes where businesses will pay the publication to embed a link in the related articles section. This is native advertising at its best, as the brand is allowed to become a part of the content.

Paid Inclusion

Perhaps the most expensive piece of native advertising is paid inclusion, but it works well.
Businesses will pay a publication to write interesting articles about its products while sending traffic to the business by referring to them at the end of the article.

In conclusion, native advertising can help your brand get out to the right people if it is well planned and executed. The benefits are staggering, and there is more than one way to execute your digital advertising through native advertising.

 

If you would like more information about how you can utilise social media to create native advertising that works for your business. Why not download our free social media checklist by clicking the link below?

Social Media Checklist by The 360 Degree Marketing Group

Topics: Native Advertising, Facebook advertising